FORT LAUDERDALE – As the industry continues to seek an ideal cross-measurement service, some media companies are cobbling together their own methods to track audiences across screens. For instance, NBCUniversal is selling and measuring ads on a “total audience” basis across linear and digital, says Joe Cady, VP of Advertising at NBC Universal, at the recent Beet.TV executive retreat in an interview with Ashley J. Swartz, CEO and Founder of Furious Corp.
“We are able to connect the same audience segment they want to buy and we can deliver it across linear and digital at the same CPM price point. One is measured in linear currency and one in digital but they are transacted together,” Cady explains. This total audience approach is part of how NBCUniversal is dealing with the broader issue of consumer fragmentation. In addition, the media giant aggregates its premium content across its properties and sells to clients in that fashion to give them access to the full portfolio in one place, he says. That strategy lets marketers buy at the upfront, and at other times, on linear, desktop mobile and other distribution points.
For more insight into addressability, targeting and today’s media consumer, check out this video interview.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
